1

2
Topic: The Evolution of Traditional to New Media

Module Content:

Lesson 2:

A. Pre-Industrial, Industrial, Electronic, New (Information) Ages

B. Internet of Things

Specific Learning Objectives

At the end of the lesson, the learners are able to:

• Identify traditional media and new media, and their relationships.
• Search latest theory on information and media.

Pre-Test. MULTIPLE CHOICE. WRITE YOUR ANSWERS ON A SEPARATE

SHEET OF PAPER.

1. A web that allows interaction from the users.

a. static b. dynamic c. social d. comment

2. This refers to the feature where users are able to categorize and locate information
through tagging.
a. hashtags b. folksonomy c. taxonomy d. rich user
interface

3. This is the operating system of blackberry phones

a. Blackberry OS b. Symbian c. Windows Mobile d. iOS

3. This media is designed to help people who have visual and reading impairments.
a. assistive b. social c. bookmark d. accessibility

4. This is developed by Microsoft for smartphones and pocket PCs.

a. Blackberry OS b. Symbian c. Windows Mobile d. iOS

5. Used in apple devices such as iPhone and iPad.

a. Blackberry OS b. Symbian c. Windows Mobile d. iOS

6. The original smartphones OS; used by Nokia devices.

a. Blackberry OS b. Symbian c. Windows Mobile d. iOS

7. It is an open source operating system developed by google.

a. Blackberry OS b. android c. Windows Mobile d. iOS

8. It is stands for malicious software.

a. malwares b. virus c. trojan d. spam

9. A range of handheld devices from mobile phones, tablets, and e-readers to game
consoles.
a. laptops b. mobile media c. tablets d.
computer

10. It refers to the worldwide set of interconnected networks.

a. websites b. search engines c. internet d. googles

3
 In reference to the previous module, consider the figure below.
Answer the following questions based on your own understanding.

Guide Questions:

1. What is Media Literacy?

___________________________________________________________________
2. What is Information Literacy?
___________________________________________________________________
3. What is Technology (Digital) Literacy?
___________________________________________________________________
4. What are the similarities and differences of media literacy,
information literacy, and technology literacy?
___________________________________________________________________

Traditional media, or as some check with as previous media, has been employed
in the marketing/advertising world for years. Once associated with advertising, ancient
media encompasses that of TV, newspaper, radio and magazine ads. These sorts of
communication area unit the steadfast ways in which businesses have reached each
customers and alternative firms for many years.

New –media
Media is that
is a method the way forward
of communication or a for
formadvertising. Additional
of publication commonly and
used additional
to
distribute
customers andnews and information.
businesses accept new media to seek out their info. Ultimately, new
media refers to content that’s simply accessible via many various sorts of digital media.
Once associated with advertising, some samples of new media embody on-line
advertising (retargeting, banner ads, etc.), on-line streaming (radio and television) and
social media advertising.

New Media- usually refers to the group of relatively recent mass media based on new
information technology. It is based on computing technology and not reducible to
communication in a traditional sense.

Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from
plants, and forged weapons and tools with stone, bronze, copper and iron.

Examples:

• Cave paintings (35,000 BC) - are a type of parietal art found on the wall or ceilings
of caves.
• Clay tablets in Mesopotamia (2400 BC) - In the Ancient Near East, clay
tablets (Akkadian ṭuppu(m) 𒁾) were used as a writing medium, especially for writing in
cuneiform, throughout the Bronze Age and well into the Iron Age. Cuneiform
characters were imprinted on a wet clay tablet with a stylus often made of reed (reed
pen)
• Papyrus in Egypt (2500 BC) - is a material similar to thick paper that was used in
ancient times as a writing surface. It was made from the pith of the papyrus plant,
Cyperus papyrus, a wetland sedge.

4
 • Acta Diurna in Rome (130 BC) - is a material similar to thick paper that was used
in ancient times as a writing surface. It was made from the pith of the papyrus plant,
Cyperus papyrus, a wetland sedge.
• Dibao in China (2nd Century) - is the earliest and oldest newspaper in the world.
• Codex in the Mayan region (5th Century) - are folding books written by the pre-
Columbian Maya civilization in Maya hieroglyphic script on Mesoamerican bark
paper. ... The Maya developed their huun-paper around the 5th century, which is
roughly the same time that the codex became predominant over the scroll in the
Roman world.
• Printing press using wood blocks (220 AD) - Woodblock printing (or block printing)
is a technique for printing text, images or patterns used widely throughout East Asia
and originating in China in antiquity as a method of printing on textiles and later
paper. As a method of printing on cloth, the earliest surviving examples from China
date to before 220 AD.

Industrial Age (1700s-1930s) - People used the power of steam, developed machine
tools, established iron production, and the manufacturing of various products
(including books through the printing press).

Examples:

• Printing press for mass production (19th century) - A printing press is a device
for applying pressure to an inked surface resting upon a print medium (such as paper
or cloth), thereby transferring the ink.
• Newspaper- The London Gazette (1640) - is one of the official journals of record of
the British government, and the most important among such official journals in the
United Kingdom, in which certain statutory notices are required to be published.
• Typewriter (1800) Telephone (1876) -  is a mechanical or electromechanical
machine for writing characters similar to ... As with the automobile, telephone, and
telegraph, a number of people.
• Motion picture photography/projection (1890) - is one of the oldest of modern
imaging, technologies that remains current today. ... When the
still pictures are projected progressively and rapidly onto a screen, the eye
perceives motion, hence they become a motion picture.
• Commercial motion pictures (1913) - series of still photographs on film, projected
in rapid ... As a commercial venture, offering fictional narratives to large audiences.
• Telegraph -  is the long-distance transmission of textual messages where the sender
uses symbolic codes, known to the recipient, rather than a physical exchange of an
object bearing the message. 
• Punch cards - is a piece of stiff paper that can be used to contain digital data
represented by the presence or absence of holes in predefined positions.

Electronic Age (1930s-1980s) - The invention of the transistor ushered in the

electronic age. People harnessed the power of transistors that led to the transistor
radio, electronic circuits, and the early computers. In this age, long distance
communication became more efficient.

Examples:

• Transistor Radio - is a small portable radio receiver that uses transistor-based

circuitry. Following the invention of the transistor.
• Television (1941) -  sometimes shortened to tele or telly, is
a telecommunication medium used
for transmitting moving images in monochrome (black and white), or in color, and in
two or three dimensions and sound
• Computers - a programmable device for processing, storing, and displaying
information. 
Information Age (1900s-2000s) - The Internet paved the way for faster
communication and the creation of the social network. People advanced the use of
microelectronics with the invention of personal computers, mobile devices, and
wearable technology. Moreover, voice, image, sound and data are digitalized. We are
now living in the information age.

Examples:

5
 • Web browsers: Mosaic (1993), Internet Explorer (1995) - is a software application
for accessing information on the World Wide Web.

• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003) - is a discussion or

informational website published on the World Wide Web consisting of discrete, often
informal diary-style text entries (posts). Posts are typically displayed in reverse
chronological order, so that the most recent post appears first, at the top of the web
page. Until 2009, blogs were usually the work of a single individual.
• Social networks: Friendster (2002), Multiply (2003), Facebook (2004) - is the
use of Internet-based social media sites to stay connected with friends, family,
colleagues, customers, or clients. Social networking can have a social purpose, a
business purpose, or both, through sites such as Facebook, Twitter, LinkedIn, and
Instagram, among others.
• Microblogs: Twitter (2006), Tumblr (2007) - is an online broadcast medium that
exists as a specific form of blogging. A micro-blog differs from a traditional blog in that
its content is typically smaller in both actual and aggregated file size. Micro-blogs
"allow users to exchange small elements of content such as short sentences, individual
images, or video links",[1] which may be the major reason for their popularity. [2] These
small messages are sometimes called microposts.
• Video: YouTube (2005) - is an electronic medium for the recording, copying,
playback, broadcasting, and display of moving visual media. ... Analog and digital
variants exist and can be carried on a variety of media, including radio broadcast,
magnetic tape, optical discs, computer files, and network streaming.
• Augmented Reality / Virtual Reality - Augmented reality (AR) adds digital
elements to a live view often by using the camera on a smartphone. Examples
of augmented reality experiences include Snapchat lenses and the game Pokémon
Go. Virtual reality (VR) implies a complete immersion experience that shuts out the
physical world
• Search Engines: Google (1996), Yahoo (1995) - is a software system that is
designed to carry out web search (Internet search), which means to search the World
Wide Web in a systematic way for particular information specified in a textual web
search query. 
• Portable computers- laptops (1980), netbooks (2008), tablets (1993) - is a
computer designed to be easily moved from one place to another and included a
display and keyboard. 
• Smart phones - a mobile phone that performs many of the functions of a computer,
typically having a touchscreen interface, Internet access, and an operating system
capable of running downloaded applications.
• Wearable technology - also known as "wearables", is a category of
electronic devices that can be worn as accessories, embedded in clothing, implanted
in the user's body, or even tattooed on the skin.
• Cloud and Big Data - Essentially, “Big Data” refers to the large sets
of data collected, while “Cloud Computing” refers to the mechanism that remotely
takes this data in and performs any operations specified on
that data. Cloud Computing providers often utilize a “software as a service” model to
allow customers to easily process data.

Examples.

What devices did What devices What devices did

people use to did people use people use to
Define the following: communicate with to store share or
each other? information? broadcast
information?
New Information Age Cellphone Flash drive Television

6
Activity 1.
NOTE: WRITE YOUR ANSWERS ON A SEPARATE SHEET OF PAPER.

See the examples above.

Define the following: What devices did What devices What devices did
people use to did people use people use to
communicate with to store share or
each other? information? broadcast
information?
Pre-Historic Age

Industrial Age

Electronic Age

New Information Age

EVALUATION:

FILL IN THE BLANK. INDENTIFICATION. WRITE YOUR ANSWERS ON A

SEPARATE SHEET OF PAPER.

_____1. is the long-distance transmission of textual messages where the sender uses
symbolic codes, known to the recipient, rather than a physical exchange of an object
bearing the message?

 _____2. is a software system that is designed to carry out web search.

_____3.is an electronic medium for the recording, copying, playback, broadcasting, and
display of moving visual media.
_____4. a programmable device for processing, storing, and displaying information. 
_____5. is a small portable radio receiver that uses transistor-based circuitry.
 _____6. is the long-distance transmission of textual messages where the sender uses
symbolic codes.
_____7. is the earliest and oldest newspaper in the world.
_____8. are a type of parietal art found on the wall or ceilings of caves.
_____9.  is a mechanical or electromechanical machine for writing characters.
_____10. is a piece of stiff paper that can be used to contain digital data represented by
the presence or absence of holes in predefined positions.

BIBLIOGRAPHY:
 Media and Information Literacy by: Mark N. Abadiano Ph.D.
 http://communicationtheory.org/category/communicati on-
models/page/2/
 http://communicationtheory.org/types-of-communication/
 http://www.unesco.org/new/en/communication-and-
information/media-development/media-literacy/mil-as-
composite-concept/

7
  http://unesdoc.unesco.org/images/0022/002246/224655e. pdf
 http://www.unescobkk.org/fileadmin/user_upload/ict/Wor
kshops/RDTC_15ch/S6D3-Ramon.pdf
 https://www.slideshare.net/arnielping/media-and-information-
literacy-communication

Janis Karklins, foreword to Media and Information Literacy Curriculum

for Teachers Paris: UNESCO, 2011,
https://unesdoc.unesco.org/ark:/48223/pf0000192971

“Effective Communication”, accessed last January 2, 2019,

https://huddle. eurostarsoftwaretesting.com/lessons-learnt-effective-
communication/

“What is Media Anyway?” YouTube Channel MediaSmarts, accessed last

January 3, 2019, www.youtube.com/watch?v=bBP_kswrtrw

“Word Cloud Generator”, accessed January 14, 2020,

https://bigcrunch.io/v/ nAEdNnc7nssE4Xi77EhSJg Wilson, C. et.al.,

“UNESCO Media and Information Literacy Curriculum for Teachers”,

ISBN 978-92-3-104198-3, 2011 Teaching Guide for SHS: Media and
Information Literacy, CHED in collaboration with the PNU Quezon City:
2016, electronic version. https://www.academia.edu/39154647/

Teaching_Guide_for_Senior_High_School_MEDIA_AND_INFORMATION_
LITERACY_CORE_SUBJECT

“About Us”, accessed last August 9, 2019,

https://adobochronicles.com/about/

“Think Before You Click: List of Pinoy fake news sites”, accessed last
July 12, 2019,
https://www.gmanetwork.com/news/hashtag/content/382094/think-
before-youclick-list-of-pinoy-fake-news-sites/story/